Empyr Cycling

Team branding for a Utah based Domestic Elite Criterium Team

A Cycling Empyr In the Wasatch

Empyr Cycling is made up entirely of Utah based cyclists and personnel. The name for the team originates from its location from other cycling communities. Salt Lake City is hundreds of miles from other large cycling areas such as Denver, St. George, Boise, or Las Vegas. The Empyr brand is more than a race team, they’re looking to grow the sport of cycling in Utah. The brief emphasized a desire for a brand identity that represented the strong, close nit, cycling community, while also communicating the area of Salt Lake City the team trains in.

Empyr believed they could become a strong team in the American Crit Cup, so we designed the brand identity in the professional sports team category.

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The Concept

Empyr Cycling’s logo defines the team. The snow capped crown is an embodiment of the teams location in Utah, The Wasatch Mountains. Even though the team is located in a climate better known for it’s winter sports, they are building their own empire of road cyclist. The crown is supported by the three mountain peaks of Emigration Canyon, Big Cottonwood, and Little Cottonwood. Each of the three are unique climbs the riders frequent while training. The crown sits atop the team it was built on to complete the creation of an EMPYR.

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